Gillette and Team SoloMid Announce New Twitch Integration in #BitsforBlades

Gillette unveiled a new marketing activation with popular esports organization, Team SoloMid.

Fans will receive 250 bits when they purchase Gillette products through a TSM streamer’s Twitch page.

Through this integration, Gillette can fully leverage all aspects of TSM’s popularity, not just it’s most visible esports teams.

On Friday, Team SoloMid announced a new marketing campaign with Gillette, the shaving product company with which it partnered last year. Fans of TSM will be able to donate “bits” to their favorite players by purchasing Gillette products.

The campaign involves a unique integration with Twitch. Every TSM streamer’s page features a banner with select Gillette products. By clicking on the banner, viewers can purchase these products through Amazon. Once the purchase is complete, the viewer will receive 250 bits (a platform-specific currency Twitch users can spend to donate real-world money to streamers).

Bit integration has been used successfully by Twitch in the Overwatch League. Fans reportedly donated $150K in bits in the first day of the Overwatch cheer program. Esports fans have shown their willingness to participate in this gamified currency exchange, and Gillette is one of the first non-endemic companies to capitalize on it.

The most interesting part of the campaign for Gillette is that it is not limited to TSM’s esports teams. The esports organization also employs a wide range of popular streamers. Three TSM streamers ranked in the top ten last week by total hours watched, as ranked by The Esports Observer’s Audience Insights. At this time, the Gillette campaign will involve all TSM streamers—except those who specialize in Fortnite —but will focus primarily on the League of Legends team. Through this integration, Gillette can fully leverage all aspects of TSM’s popularity, not just its most visible esports teams.

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